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Consumer perceived value & location-based service mobile application : analyzing the effect of perceived value dimensions on commitment and behavioral intention and privacy concerns on behavioral intention

Widhyana, Anisa (2019) Consumer perceived value & location-based service mobile application : analyzing the effect of perceived value dimensions on commitment and behavioral intention and privacy concerns on behavioral intention.

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Abstract:The popularization of smartphones has brought about fundamental changes in Location-Based Services (LBS). In this article, the direct effects of various value dimensions are analyzed: monetary, convenience, emotional, social, conditional and epistemic value. The importance of perceived value in customers on customer decision making is well known. Yet, few studied assessed the direct effect of perceived value dimension on commitment and behavioral intention, specifically in using mobile LBS application. Fundamentally, in this digital era, the spreading of LBS has raised privacy concerns due to the potential misuse of user’s information. Thus, privacy concern was added to the model.A quantitative method using survey targeted to the end-users of GO-JEK were conducted to examine whether perceived value dimensions and privacy concern have an effect on commitment and behavioural intention. Conditional value and convenience value mostly influenced behavioral intention, followed by the epistemic value. The effect of monetary value and privacy concern were not significant. Emotional value had the highest influence on commitment, followed by conditional value, while social value was found no significant. The primary implication in this study is the value-based approach gives a good foundation for segmenting and planning marketing strategies as effective marketing strategies requires good knowledge about the needs and value perceptions of each customer segment. Adding privacy concern to the model gave insights on whether customers consider privacy when using LBS application.
Item Type:Essay (Master)
Clients:
Unknown organization, ENSCHEDE
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/79508
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